Principles of Marketing, 1st edition

Published by Pearson (July 2, 2024) © 2024

  • Ayesha Owusu-Barnaby
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Build Your Understanding of Marketing with a Dynamic Digital Learning Environment

Enhance your marketing skills with Principles of Marketing, a comprehensive eTextbook that bridges theory and practice.

This fully digital edition offers a modern, interactive learning experience that reflects the dynamic and diverse nature of marketing, providing a fresh, practical approach to the essential concepts of the field.

Engage with a range of interactive features designed to challenge you to think like a marketer and deepen your understanding of marketing principles.

Prepare to excel in your studies and future career with this invaluable digital learning resource.

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  • Copyright
  • About the author
  • About the chapter contributors
  • About Principles of Marketing [preface]
  • The Revel learning experience

Chapter 1: Marketing today

  • Introduction: Marketing today
  • 1.1 Defining marketing
  • 1.2 Introducing the marketing mix: the marketer's toolkit
  • 1.3 Themes in contemporary marketing
  • 1.4 Planning marketing campaigns
  • Think like a marketer topic 1: Strategic approach to planning
  • Marketing in Practice: Marco Felicio
  • Further reading: Marketing today
  • Test: Marketing today

Chapter 2: The marketing environment

  • Introduction: The marketing environment
  • 2.1 Exploring the environment for marketing
  • 2.2 Internal and external macro-environmental influences on marketing
  • 2.3 Internal and external micro-environmental influences on marketing
  • Think like a marketer topic 2: Porter's Five Forces analysis
  • 2.4 Exploring the marketing environment
  • 2.5 Categorising factors that impact the marketing environment
  • Further reading: The marketing environment
  • Test: The marketing environment

Chapter 3: Marketing strategy

  • Introduction: Marketing strategy
  • 3.1 The characteristics of strategy and strategic marketing decisions
  • 3.2 Planning marketing strategy
  • 3.3 Competitive strategy
  • 3.4 Growth strategies
  • 3.5 Strategies for entrepreneurial marketing
  • 3.6 Contemporary issues in marketing strategy
  • 3.7 Recommending a strategic marketing plan
  • Think like a marketer topic 3: Social marketing strategy
  • Further reading: Marketing strategy
  • Test: Marketing strategy

Chapter 4: Segmentation and targeting

  • Introduction: Segmentation and targeting
  • 4.1 What is target marketing?
  • 4.2 The bases of segmentation
  • 4.3 Target marketing: tools and techniques
  • Think like a marketer topic 4: Customer profiles
  • 4.4 Segmentation and targeting for fashion and tourism brands
  • 4.5 Recommending a segmentation and targeting strategy
  • 4.6 Challenges and opportunities in segmentation and targeting
  • Further reading: Segmentation and targeting
  • Test: Segmentation and targeting

Chapter 5: Positioning

  • Introduction: Positioning
  • 5.1 What is positioning?
  • 5.2 Positioning strategy
  • 5.3 Positioning and repositioning
  • 5.4 Developing positioning
  • Think like a marketer topic 5: Perceptual map
  • Further reading: Positioning
  • Test: Positioning

Chapter 6: Brand and value

  • Introduction: Brand and value
  • 6.1 Brands and branding
  • 6.2 Brand equity and brand value
  • 6.3 Brand resonance
  • 6.4 The role of customers in creating brand equity: co-creation, brand communities and brand relationships
  • 6.5 Brand elements
  • 6.6 Managing a global brand over time and geographical boundaries
  • Think like a marketer topic 6: Entering the international market
  • Further reading: Brand and value
  • Test: Brand and value

Chapter 7: Buyer behaviour

  • Introduction: Buyer behaviour
  • 7.1 The buyer decision making process
  • 7.2 Buyers in consumer and business markets
  • 7.3 Customer value creation
  • 7.4 The decision-making process
  • 7.5 Categories of decision-making
  • 7.6 External impacts on buyer behaviour
  • Think like a marketer topic 7: Campaign evaluation
  • Further reading: Buyer behaviour
  • Test: Buyer Behaviour

Chapter 8: Customer insight

  • Introduction: Customer insight
  • 8.1 Principles of customer insight
  • 8.2 Customer insight strategy
  • 8.3 Conducting customer insight research
  • 8.4 The steps in the research process
  • Think like a marketer topic 8a: Research project plan
  • 8.5 Communicating customer insight research
  • Think like a marketer topic 8b: Data visualisation
  • Further reading: Customer insight
  • Test: Customer insight

Chapter 9: Product

  • Introduction: Product
  • 9.1 What is product?
  • 9.2 Services products
  • 9.3 Managing products and services over time
  • 9.4 Developing new products and services
  • 9.5 New product development
  • Think like a marketer topic 9: New product
  • 9.6 Product development today
  • Further reading: Product
  • Test: Product

Chapter 10: Price

  • Introduction: Price
  • 10.1 What is price?
  • 10.2 Internal and external factors affecting a firm's pricing decisions
  • 10.3 Pricing approaches
  • 10.4 Pricing and payment: current considerations
  • Think like a marketer topic 10: Recommending price
  • Further reading: Price
  • Test: Price

Chapter 11: Promotion

  • Introduction: Promotion
  • 11.1 The Marketing communications mix
  • 11.2 How marketing communications works
  • 11.3 Building a marketing communications mix
  • 11.4 A strategic approach for marketing communications
  • Think like a marketer topic 11: IMC for the achievement of objectives
  • Further reading: Promotion
  • Test: Promotion

Chapter 12: Place

  • Introduction: Place
  • 12.1 The difference between the supply chain and distribution channels
  • 12.2 Place in the marketing mix
  • 12.3 The internet as a distribution channel
  • 12.4 Channel intensity
  • 12.5 Selecting the channel partners
  • 12.6 Physical distribution: getting the product to the customer
  • Think like a marketer topic 12: Distribution strategy
  • Further reading: Place
  • Test: Place

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